Google has continued evolving its ad targeting systems, emphasizing AI-driven, intent-based matching that connects ads to user searches more flexibly. With this shift, Google Ads aims to give advertisers a balance between reach and control – where phrase match keywords can now capture broader, intent-aligned search terms. Recent updates focus on “relevant variations” of search … Read more
Google has continued evolving its ad targeting systems, emphasizing AI-driven, intent-based matching that connects ads to user searches more flexibly. With this shift, Google Ads aims to give advertisers a balance between reach and control – where phrase match keywords can now capture broader, intent-aligned search terms. Recent updates focus on “relevant variations” of search … Read more
While paying attention to metrics in ad platforms is crucial to the success of any online advertising initiative, you can’t ignore what users are doing after they click the ad. Sure, you can measure the website conversions in your ad platforms, but what else are people doing on your site that could be informative to … Read more
This year brought a steady stream of updates in Google Ads that spanned across campaign types and creative, media activation, and measurement solutions – many informed directly by advertiser feedback. I won’t cover every big update here, but building on a talk I gave at Hero Conf in San Diego recently, I’ll highlight some of … Read more
Since its launch in 2021, Performance Max (PMax) has transformed how ecommerce businesses approach Google Ads. Google’s machine learning and AI, when applied across its entire advertising ecosystem, promises to maximize conversions and value and simplify campaign management. However, with automation playing such a crucial role, the question arises: Can advertisers find the right balance … Read more
![[B2C Marketers] 5 Tips To Drive More Revenue With Google Ads AI](https://nicheplrnewsletter.com/news/wp-content/uploads/2024/10/B2C-Marketers-5-Tips-To-Drive-More-Revenue-With-Google.png "[B2C Marketers] 5 Tips To Drive More Revenue With Google")
This post was sponsored by Invoca. The opinions expressed in this article are the sponsor’s own. In today’s marketing world, AI is more than a buzzword — it’s a necessity. Nearly 90% of marketers plan to increase their investment in AI this year, primarily focusing on boosting their Return on Ad Spend (ROAS). If you’re … Read more
The latest question for Ask A PPC is based on Ad Strength and Creative. It comes from Isha in Delhi, who asks: “Should extended text ads be paused or kept running as we can’t edit?” The short answer is the age-old, “It depends.” However, recent data indicates there may be more value in moving away … Read more
Paid media has had its share of challenges alongside the disruption in SEO this year. We reached out to seven PPC experts to understand what’s happening in the industry and how marketers can prepare for the year ahead. To get the full rundown on trends for next year, download the PPC Trends 2025 ebook. In … Read more
For those of us working within strict industries, managing paid media campaigns involves added layers of work that may not be included in less regulated companies. Healthcare, finance, and political organizations are potential examples here, although many industries have their own quirks both in internal policies and ad platform restrictions. According to EMARKETER, in 2023, … Read more
Paid search advertising is a powerful way to drive traffic and conversions for your brand. However, setting up your first campaign can feel overwhelming if you’re new to the game. Even if you’re a PPC pro, it can be hard to keep up with all the changes in the interfaces, making it easy to miss … Read more
Mastering effective ad copy is crucial for achieving success with Google Ads. Yet, the PPC landscape can make it challenging to discern which optimization techniques truly yield results. Although various perspectives exist on optimizing ads, few are substantiated by comprehensive data. A recent study from Optmyzr attempted to address this. The goal isn’t to promote … Read more
This is it, the final chapter in our journey to mastering value-based bidding! We have covered a lot of ground, from determining whether value-based bidding is a fit for your business, to understanding what data you’ll need, to assigning the right values, and choosing the right bid strategy. After you have executed your value-based bidding … Read more
For some years now (ever since Google Merchant Center was introduced in 2010), ecommerce advertisers have been working with product feeds. It’s historically been a complex and often fragile process, but thanks to the introduction of Google Merchant Center Next, we have some new tools at our fingertips. Here’s a look at how things are … Read more
Welcome back to our series on getting started with value-based bidding for lead gen marketers! We’ve discussed evaluating whether it makes sense for your business, setting your data strategy, and assigning the right values for your conversions. Now, we’re going to cover the final step before activating your value-based bidding strategy: choosing the right bid … Read more
Since its launch in 2021, Google’s Performance Max (PMax) campaigns have revolutionized how we approach cross-channel advertising. But while this AI-powered campaign has been a game-changer for many, particularly in ecommerce, its application for lead generation comes with unique challenges and opportunities. I thought this would be a good time to share advanced strategies for … Read more
Last week, we tackled setting your data strategy for value-based bidding. The next key is to assign the right values for the conversion actions that are important to your business. We know this step is often seen as trickier for lead gen-focused businesses than, say, ecommerce businesses. How much is a whitepaper download, newsletter signup, … Read more
Value-based bidding is only as successful as the inputs you provide. It’s not just about having data; it’s about having the right data. In last week’s article of this value-based bidding series, we looked at how to determine whether this strategy will be a good fit for your business. Now, we’re going to dig into … Read more
The 4 Ps of marketing. Marketing mix. Marketing fundamentals. Whatever you call them, these elements determine your luck at the high-stakes table of e-commerce: Product. Price. Place. Promotion. Get these right, and you’ll create a loyal fanbase that you can count on for repeat orders, high lifetime value, and customer advocacy. Neglect or miscalculate them, … Read more
